Tell Me Something About SEO I Can USE

By | August 15, 2013

Useful SEO is the gist of a podcast interview conducted by Danny Iny, Firepole Marketing, with Andy Crestodina, co-founder and strategic director of Orbit Media Studios.

Since I’ve heard so many conflicting stories about the value/suspicious value of SEO consultants and services, I listened in. Here are some nuggets in what Andy had to say.

• “I am a strong believer in white hat SEO  — most of us are — but I think SEO should be renamed “relevant indication.” People are looking for all kinds of things and just because of how the Internet is organized, we need engineers [Google, et al] to help sort this out for us. It’s just the nature of the industry. So, if you’ve written something meant to reach someone, you need to make it easily discovered.

• “It’s really just a matter of making sure the topic you’re writing about aligns with topics people are searching for. You need to believe your content is fabulous and people who find it will be thrilled. In short, did you create the best page on the internet for your topic? If not, you don’t really deserve to rank, right?”

• Ranking better takes about 10% more effort than what you’re already doing.

Think strategically about keywords. “Example: I wrote an article about event promotion. I thought of everything you need to do to promote an event. When I researched keywords (event promotion tips, event promotion techniques, etc.)  using Google keyword tool, I came across a much bigger phrase, “event marketing tips.” Then I found the phrase “how to market an event” — a much less used term. I made sure I used that phrase in the article a few times. A week after the post went live, it ranked on Google and was getting 40 to 50 events per day. It was the same article, but with a slight realignment on writing [I “captured” the phrase].”

• “The best SEO trick I know is to find this so-called “link magnet.” It’s the best page on the Internet for the topic and it shows up on page one.”

“Create links in new things you publish from other stuff you’ve already published. Do it by discovering instances of new keywords that are already in your old content. This is an great opportunity for easy wins by people who already have a lot of content.”

• “If you already have lots of content check out your domain authority at This is where you learned how you’re ranking in your field.”

• “The point is to balance the popularity of the key phrases you’re using against your overall ranking. Know your weight class and compete within it.

  1. If you’re ranked in the thirties, you should target phrases that are not as competitive, phrases that get, say, under 100 searches per month.
  2. If you’re in the fifties, you should target phrases that get more searches; say, 1,000 searches per month).
  3. If you’re in the seventies or eighties, you can target very competititve phrases: 3,000+ searches per month).”

“Our book, Content Chemistry, plays off the name of a blog post we wrote once. This book is not just about search, but search, social, and email. It’s a step-by-step of best practices for each channel. Find it at”

If you’d like to listen into Iny’s podcast yourself, here’s the url. Thank you, Danny!




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One thought on “Tell Me Something About SEO I Can USE

  1. Katherine

    These are all legit pieces of advice. The only one I’m not so sure about is believing that your content is fabulous and therefore linkworthy. In my experience, business owners tend to believe this already, and thus are puzzled by the fact that they have to actively pursue links as part of their SEO strategy. I agree that you shouldn’t publish content that you don’t believe adds value or insight for readers. But we all know that ranking isn’t really about deserving—it’s a combination of factors and dessert IMO rarely plays into the picture. If you believe everything you put out should rightly be the #1 listing in every vertical, I’m sorry, but you’re delusional.

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